In this emergency episode of The New Emergency, hosts Jo and Max dive into the latest AI Engine for Brands to Optimize for: Walmart Sparky (see more). Framed similarly to Amazon's Rufus, now accounting for 14% of Amazon Searches, Sparky represents Walmart's deepening commitment to integrating AI across its entire value chain. The duo discuss the broader implications of Sparky’s launch alongside Walmart’s merchant-facing AI tool, Wally, signaling a strategic push to embed AI in both consumer and backend operations. This move not only sets up a compelling rivalry with Amazon but also points to a future dominated by “agentic commerce” systems, where AI handles increasingly complex retail tasks.

The hosts explore how Sparky differs from Rufus—most notably in its architecture. While Rufus relies on a single large language model, Sparky is powered by a network of specialized micro-agents trained on distinct retail functions. This modular setup is theorized to offer more accurate, task-specific responses, potentially outperforming general-purpose bots like Rufus. They also touch on broader workforce implications, noting how AI-driven efficiency gains at companies like Walmart and Amazon are already leading to significant job cuts and shifts in the traditional corporate employment contract.

Finally, Jo and Max cover Generative Engine Optimization (GEO) tips specifically for Walmart Sparky (read our full analysis here). Drawing from Walmart’s own research papers, they outline five key AI Answer Engine Optimization (AEO) strategies: using semantic and contextual product language, emphasizing customer problem-solving in descriptions, tailoring content to specific audiences and scenarios, and ensuring backend attribute data is robust and detailed. The episode wraps with a strong message—AI is no longer a future trend; it’s shaping commerce today, and adapting to it is essential for staying competitive.

This podcast is brought to you by ⁠Azoma⁠⁠⁠⁠⁠⁠⁠⁠⁠, ⁠⁠⁠Amazing Wave⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠, ⁠⁠⁠⁠⁠⁠⁠⁠⁠ and ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Ecomtent⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠.⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

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In this episode of The New Frontier, Max welcomes long-time friend and ex-Amazon colleague Stephen Harris, founder of Situna, a global Amazon agency and 3PL powerhouse.

Steven shares his inspiring entrepreneurial journey—from selling cufflinks in his spare time, to working at Amazon, to launching a Private Label Amazon Brand and eventually making a seven-figure exit. Steven offers a candid look at his transition from Amazon employee to full-time entrepreneur, discussing the mindset shift, the calculated risks he took.

He dives deep into the mechanics of successfully exiting Amazon brands—emphasizing that simplicity, strong operations, and clean financials outweigh grand visions of untapped opportunities.

The conversation also covers how Situna differentiates itself in an increasingly commoditized Amazon agency space—through a robust 3PL arm, operational excellence, and a firm grip on profitability. Steven shares lessons on creating effective culture, integrating AI into agency workflows, and how partnerships, referrals, and maintaining a service-oriented ethos continue to drive growth. This episode is a must-listen for anyone looking to build, scale, or sell in the e-commerce and Amazon ecosystem.

This podcast is brought to you by Azoma⁠⁠⁠⁠⁠⁠⁠⁠, ⁠⁠Amazing Wave⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠, ⁠⁠⁠⁠⁠⁠⁠ and ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Ecomtent⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠.⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

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Max Sinclair sits down with Simon Cockram to reflect on his biggest learnings as a Founder from his three years building Azoma (previously Ecomtent) thus far, in a must-listen episode for prospective tech founders.

Max starts by emphasising the importance of having a distinct edge and a counterintuitive belief when launching a venture. He walks through the ideation process learned at Entrepreneur First, and the power of leveraging inflection such as a rapidly changing technological or regulatory landscape.

Max then dives into the intricacies of validating ideas quickly through MVPs, and how he raised early capital through angels and accelerator programs like Techstars. He shares tactical strategies around storytelling, customer validation, and go-to-market strategies.

The episode closes with a thought-provoking discussion on the future of AI, its potential impact on education, employment, and governance. Max offers both optimism about AI’s role in democratizing entrepreneurship and learning, and caution around data centralization and ethical risks. From startup hustle to global implications, this is a must-listen for anyone curious about how AI is reshaping business and society.

This podcast is brought to you by ⁠Amazing Wave⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠, ⁠⁠⁠⁠⁠⁠Azoma⁠⁠⁠⁠⁠⁠, and ⁠⁠⁠⁠⁠⁠⁠⁠⁠Ecomtent⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠.⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

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In this episode of New Frontier, Jo Lambadjieva hosts Alina Vlaic, a Romanian entrepreneur and founder of aRank, which has facilitated over 6,000 Amazon product launches. Alina shares how her failed private label baby product unexpectedly led to creating her successful agency. She explains that Amazon's ranking algorithm has evolved dramatically since 2017, shifting from simple giveaway strategies to a complex system focused on "relevance" where listings must align perfectly with categories and keywords.

The conversation explores controversial ranking strategies like "search find buy," which Alina describes as in a "light gray area" of Amazon's terms of service but still effective when done properly. They discuss Amazon's AI assistant Rufus, with Alina suggesting sellers shouldn't overreact to the hype as traditional keyword searching still dominates. Alina also introduces her company PressX, which connects brands with high-authority publishers to generate authentic articles that provide both social proof and valuable external traffic to Amazon listings.

This podcast is brought to you by Amazing Wave⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠, ⁠⁠⁠⁠⁠Azoma⁠⁠⁠⁠⁠, and ⁠⁠⁠⁠⁠⁠⁠⁠Ecomtent⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠.⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

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Announcement: Ecomtent have just launched a Freemium version, check it out here

In this episode of The New Frontier, Max and Jo welcome brand strategist and author Trevor Bradford to celebrate the launch of his new book, What Captures the Heart Goes in the Cart (learn more). Trevor has 35 years of experience in branding as an agency owner, is a mentor in the Titan Network, and owns his own 6 figure brand.

Trevor introduces listeners to his IDEA framework—Insight, Distinctiveness, Empathy, and Authenticity—which underpins his approach to branding. He details how this methodology, combined with a revamped "Avatar 2.0" customer profiling tool, helps sellers understand and connect with their customers on a deeper emotional level. By anchoring branding in real buyer intent and emotional triggers rather than traditional demographics, Trevor aims to foster genuine trust and loyalty. He also discusses the importance of consistent brand voice across platforms and the power of personalization, citing Trinny London's success as a model of customer-centric innovation.

The conversation closes with a compelling discussion on the implications of AI in e-commerce. Trevor emphasizes the need for authenticity and humanity in AI-generated content to maintain customer trust. He advocates for sellers to build personal brands and multi-channel strategies to avoid over-reliance on platforms like Amazon. The episode wraps up with Trevor providing details on where to purchase his book and how sellers can reach out for brand consultations. This episode is a masterclass in aligning brand strategy with customer psychology in the age of AI.

This podcast is brought to you by ⁠⁠⁠⁠Azoma⁠⁠⁠⁠, ⁠⁠⁠⁠⁠⁠⁠Ecomtent⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ and⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Amazing Wave⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠.

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In this episode of New Frontier, Jo Lambadjieva hosts Leo Sgovio, a seven-figure Amazon seller and AI expert who first caught her attention when he won the Billion Dollar Seller Summit 2022 competition. Leo shares his journey from accidentally landing in Canada at age 23 to working for a large travel company, where he developed deep expertise in digital marketing, SEO, web analytics, and conversion optimization before transitioning to Amazon selling.

The conversation explores how the Amazon selling mindset is shifting from tactical "hacks" toward traditional marketing fundamentals. Leo discusses how search is evolving with AI-powered tools like Google's AI snippets, perplexity, and ChatGPT, emphasizing the importance of optimizing content for easy retrieval by AI systems while avoiding AI-generated content that contains hidden watermarks that search engines can detect.

Leo also details his innovative approach to AI-generated UGC (User Generated Content) through his company Splice.io, which helps brands connect with affiliates and influencers. Rather than creating entirely AI-generated people, his approach involves collecting authentic customer videos and then using AI to multiply this content for various marketing purposes.

This podcast is brought to you by ⁠⁠⁠Azoma⁠⁠⁠, ⁠⁠⁠⁠⁠⁠Ecomtent⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ and⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Amazing Wave⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠.

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In this episode Max Sinclair dives into the rapidly evolving world of AI-driven commerce. The discussion kicks off with a deep dive into GEO, or Generative Engine Optimization, a fresh paradigm that parallels SEO but targets visibility within AI platforms like Amazon’s Rufus, ChatGPT, and Google’s Gemini. Max shares how AI tools are fundamentally reshaping customer discovery, revealing just how pervasive AI has become in the modern shopping experience—especially on platforms like Amazon, where Rufus now influences up to 14% of all searches.

Max unpacks the technological leap from traditional algorithms to large language models, detailing how tools like COSMO and Rufus are trained to understand not just keywords, but context, audience, and purpose. He outlines actionable strategies for sellers to optimize their listings both visually and textually—incorporating seasonality, event-based relevance, and customer use cases—to thrive in AI-powered search environments. Listeners also get a glimpse into how tools like Ecomtent help brands stay ahead with continuous listing optimization and trend tracking across generative platforms.

Looking ahead, Max shares his predictions for the AI-driven future of e-commerce: more voice-based, personalized shopping journeys and lower barriers for entrepreneurs to launch their own ventures with AI-powered efficiency. While excited about the opportunities, he also raises critical concerns about global job displacement and digital inequality. This episode is a must-listen for sellers eager to stay competitive in the age of AI.

This podcast is brought to you by ⁠⁠Azoma⁠⁠, ⁠⁠⁠⁠⁠Ecomtent⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ and⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Amazing Wave⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠.

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⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/joannalambadjieva/⁠⁠⁠⁠⁠⁠⁠

In this special edition of The New Frontier, hosts Max and Jo dive into the breakthrough developments in ChatGPT-4o’s image generation capabilities, joined by Sim, who operates an eight-figure business across 11 private-label Amazon brands. The conversation unpacks how OpenAI’s new image model has evolved from the cartoonish limitations of DALL·E 3 into photorealistic rendering that rivals — and often exceeds — traditional tools like MidJourney. Sim and Jo discuss the implications of this for eCommerce, from generating A+ content to ad creatives, and discuss whether AI imagery is finally good enough for high-end brand builders.

Sim offers a behind-the-scenes look at how his business is integrating AI into its creative process. While main images still require human polish, secondary images and A+ content are now largely AI-generated — eliminating the need for stock photography and streamlining the workflow. Sim emphasizes the importance of human-AI collaboration, where designers use AI-generated mockups as a starting point, then enhance them for marketplace readiness. He also breaks down the operational flow from creative briefs to execution, and how this hybrid approach is accelerating their output across the board.The episode also spotlights an exciting emerging tool: Genspark. Sim and Max dive into how Genspark’s super-agent capabilities outpace alternatives like Manus and even Deep Research, delivering high-quality results in a fraction of the time. With a single prompt, Sim was able to generate a fully designed, visually polished seasonal calendar for pest control — complete with month-by-month breakdowns and localized data (see here). From analyzing Amazon SERPs to estimating product formulations and revenue, Genspark is proving to be a powerhouse for data-driven decisions. Sim praises its speed, depth, and cost-effectiveness — describing it as a mind-blowing advancement that’s reshaping how top-tier sellers approach research and strategy.

This podcast is brought to you by ⁠Azoma⁠, ⁠⁠⁠⁠Ecomtent⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ and⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Amazing Wave⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠.

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